Rolex retailers expect novelties on sale from September 1

Submariner Date

Tudor’s launch tactics for a navy blue Black Bay this month was a model that looks certain to be followed by its parent organisation Rolex in September, at least in part.

Tudor had stock of the new watch in place with its authorised dealers on the day of the unveiling, and they were primed and ready with marketing material that dominated watch coverage for a week.


ADs speaking to WatchPro over the weekend said Tudor’s launch had reignited in store sales after months of being closed.

Rolex will fire the starting gun for the holiday season when it reveals its 2020 novelties on September 1, and its retail partners have been told to expect the new watches to be distributed so they can go on sale the same day.

In normal years, watches launched in March at Baselworld reach retailers months later.

Rolex has not officially notified its ADs or the press about the coordinated launch, but its reps are promising the watches will be ready to go.

Tudor had review models with journalists before their launch, with non disclosure agreements preventing details leaking.

Rolex is unlikely to go the same route with its entire 2020 line up, but could distribute information and review pieces under embargo for a headline-grabbing watch such as a restyled steel Submariner in green or blue.

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